Start with the job the website needs to do.
Before discussing templates or platforms, ask what the visitor needs to achieve and what the business needs to support. Buying a product, requesting an appointment and comparing complex services each create a different brief.
Follow the journey beyond the screen.
What happens after the form is submitted? Who owns the lead? Where does stock information come from? A website is part of an operation. When the operation is missing from the brief, the interface inherits the gaps.
Write requirements people can decide on.
Replace broad requests such as “make it modern” with specific needs, constraints and acceptance criteria. Agree who can make decisions and what belongs in the first launch.
Treat the launch as a handover.
Content ownership, tracking, support and everyday maintenance need a place in the plan. The website starts doing its real job when someone begins using it.
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